Borders announced it has opened its own online marketplace called Borders eBooks. Borders eBooks will run on a multitude of devices, including PCs and Macs, Kobo and Sony e-readers, Apple’s iPad, iPhone, and iPod touch, and soon on Blackberry and Android gadgets.
Borders joins Amazon’s Kindle Store, Apple’s iBookstore, Barnes & Noble’s Nook site, and the Sony Reader Store.
Borders has partnered with Kobo (they are also a financial backer in the company), a global e-reading service that will operate the bookseller’s online store. Kobo makes a basic, no-frills e-reader, selling for $150 – which was a bargain two months ago, but will need to be drastically cut (we’re guessing under $100 at least) for it to get some market share.
Borders will not sell newspaper or magazine titles.
We aren’t too hopeful for the Borders eBooks venture. They always seem a little too late and a come up a little short on quality/service. But the additional outlet might help keep prices down for consumers – both for eReaders and the eBooks.